Baby Food in Slovakia

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Executive Summary

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TRENDS

Baby food increased in current value by 2% in 2015, rising to €42 million. The category was positively influenced by the growing birth rate in Slovakia as well as rising average unit prices, although growth in the country’s birth rate is low. Stronger sales growth was hampered by strong competition in the category and frequent price promotions and discounts. Even more importantly, a growing amount of baby food is being consumed by older consumers of all age groups, which is expanding the potential tie audience for such products. For instance, baby food is now including as part of various diets and prepared baby food is increasingly considered to be a healthy snack. Other baby food is also gaining importance as various oat meals for children are increasingly being purchased by health-conscious adults.

COMPETITIVE LANDSCAPE

Nutricia led baby food in 2016, commanding a value share of 34% thanks to its strong position within prepared baby food with its Hami brand and milk formula with the Nutrilon brand, which ranked first in milk formula during 2016. Second position within baby food was held by Nestlé Slovensko in 2016 with a 19% value share, followed by HiPP Slovakia with a value share of 12%. Hero Group occupied fourth position while Novofruct with its domestically sourced products held fifth position in 2016, claiming 10% and 5% value shares respectively.

PROSPECTS

Baby food is expected to post a 2% value CAGR at constant 2016 prices over the forecast period. The category is set to benefit from strengthening purchasing power and slowly rising prices as consumers increasingly opt for organic and hypoallergenic products. Other baby food is expected to perform particularly well over the forecast period thanks to the widening consumer base for these products and the growing demand for baby rusks and fruit juice.

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